Cours 2 International business culture

Write an email:
We can say dear for informal and formal email dear paul for exemple, dear mr William and if we
don’t know the name, we can say dear sir or madame

Explaining the reason for writing:

- I am writing to
o Enquire about…
o Inform you that…
o Confirm…

Making reference:

- with references to your letter of….

- It was a pleasure meeting you…

Apologizing:

- I am sorry about

Requesting:

- We would appreciate it if you could

- Would you kindly …
- I would appreciate it if…
-

Giving good news:

- I am pleased to inform you that…

- I am delighted to tell you that…
- Delighted = pleased

Giving bad news:

- I’m afraid

Enclosing documents:

- Please (ex: please find enclosed or attached)

- Attached please find

Closing remarks:

- Please pass on my best wishes to…

- Yours sincerely
- Look forward

Agreeing to request:

- I would be delighted
Vocabulary:

- Owing to = due to, because of

- A commitment = engagement
- to commit yourself to
- I’m afraid
- Delighted = pleased (= ravi)
- Please (ex: please find enclosed or attached)
- Attached please find
- Yours sincerely
- Would you kindly …
- Look forward
- I would appreciate it if…
- Further to = following … you could
- Kind / best regards

Advertising:
“advertising isn’t a science. It’s persuasion, and persuasion is an art.” William Bernbach (1911-1982),
US advertising executive

Celebrity endorsement ex George Clooney avec Nespresso what else

1 for advertising media

2 for method of advertising

3 for verbs to do with advertising

- Advertorials 2
- Banner ads 2
- Billboards (AmE)/ hoardings (BrE) 2
- Cinema 2
- Commercials 2
- Communicate 3
- Endorse (= when celebrity gives a praise) 3
- Exhibitions 2
- Free samples (= échantillons gratuits) 2?
- Internet 1
- Leaflets/flyers 2
- Outdoor advertising 2
- Place 3
- Point-of-sale 2?
- Pop-ups 1
- Posters 2
 - Press 1
- Product placement 2
- Radio 1
- Run (=to make it work, to run an ad it means you lunge it) 3
- Sponsor 3
- Sponsorship 2
- Target (you target your attention) 3
- Television 1
- Viral advertising 1

Word of mouth = 2

Give examples of:

1) Any viral campaigns you have read about (ex: ice bucket challenge; Red Bulls stunt, publicity
stunt TNT Publicity)
2) Clever slogans that you remember from advertising campaigns (ex:
3) Sponsorship of any sporting or cultural events.

Stunt: an organized event that we don’t expect

Video questions:

According to the video: “how marketing manipulate us: psychological manipulation in advertising”

1) Are we all consumers?

2) What is the goal of advertising?
3) What 2 modes of advertising does it mention? Explain each of them. Which one seems more
powerful?

Coca cola and mc donald

Nike just do it

Dior

Fragrance by shulton escapade

Gorgio Armani acqua di gioia

1) 2 methods
- Mere exposure
- Associations/conditioning
2) The greatest advertising success?
- Beats headphones

Mc Donald still advertising even though they have almost universal recognition. Why?

Car brands use a sneaky technique